While I may be in their core demographic, I’m not exaclty an Axe-wearing type of person. But the commercial for their Dark Temptation, which has been floating around for awhile now, is really great. While there are a couple of odd and creepy parts, it does a phenomenal job of tapping into the target audience’s fantasy of being desired by women. At the same time of, the commercial also speaks to their secondary audience of women who may purchase the product for the men in their life. One of the challenges of marketing a product to your core audience is not to alienate others who may still be consumers of your product. Simple idea when it comes down to it but superbly executed (sorry, not sure which agency did this). Although it still does not change my aversion to fragrances that are applied with an aerosol can.